Consumers appear willing to share relevant interests with brands, and find personalization based on those interests and preferences useful.
Data-driven Articles
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Marketers Want RMNs to Open Up Their Inventory
Almost half of US marketers surveyed are frustrated by limited premium inventory.
CMOs Testing Various Replacements for Third-Party Cookies
GA4 is the most widely adopted, while many are planning to use contextual advertising.
It’s Getting Pricier to Acquire and Retain Customers, B2C Marketers Say
A majority say that the cost of acquisition marketing has increased over the past year.
Responsible AI: Here Are the Actions that CMOs Agree Brands Should Take
Consumers are more likely than CMOs to agree that brands should limit their adoption of AI to protect “human” jobs.
B2B CMOs See Coming Need for Technical Skills
B2B CMOs also believe that innovative thinking will be increasingly required of them in the coming years.
6 in 10 Marketers Believe Generative AI will Transform Their Roles
Generative AI is most widely believed to transform market data and performance data analyses.
The Top Benefits of Merging Linear and Digital Data, per TV Marketers
It’s all about targeting, but there are challenges to overcome.
Advertisers Worry About Scalability Post Cookies
Only about half of agencies are confident their organizations will still be able to reach audiences at scale without cookies and IDs.
Most Retailers Say Customer Acquisition Costs Have Risen Since iOS 14
Only 1 in 4 are collecting predictive scoring data about new customers.
B2B Marketers Are Facing These Challenges with Second- and Third-Party Data
Data quality and accuracy are key concerns for the B2B marketers surveyed, even more so than privacy and compliance.
Advertisers and Publishers See the Promise of First-Party Data, But Whose?
Publishers and advertisers each see their own solutions as the best to address the cookieless future.
Workplace Software Buyers Rely on A Variety of Info Sources
Decision-makers rely heavily on others’ opinions, whether via word-of-mouth, social media, or review sites.
Sports Fans Say They’ll Migrate to Streaming Platforms if Necessary
3 in 4 would be at least somewhat likely to sign up to a streaming service to watch their favorite sport.
How Do US Adults Use TikTok?
A subset of highly active users are responsible for the vast majority of content.
Commerce Media Decision-Makers Report Strong ROI
Almost 9 in 10 agree that advertisers demand more transparency with first-party data than their organization wants to offer.
What’s the State of the Marketing-Finance Relationship?
The biggest factors restraining better marketing-finance alignment include metrics/goals and priorities/incentives.
As RMN Ad Spend Grows, What Are Buyers’ Main Reasons for Investing?
RMN advertisers perceive benefits in reaching new/incremental audiences and leveraging retailers’ first-party data.